Author: Madison Terrill

You’re putting the finishing touches on a game you’ve worked tirelessly on for years. Between your game’s art style, narrative beats, mechanics, and replayability, you’re confident it will land well with your audience. The question is, however, where is your audience? How do you reach them? If you reach them, how do you convince them your game is worth buying over others? 

PR agencies specialize in individualized marketing campaigns, influencer coordination, project and event management, and anything else that will bring attention to your game. If you’re worrying over how to sell your game–and how to get it reviewed–then it’s time to consider partnering with a PR agency. 

Knowing what they can provide your brand is helpful when investing in a PR agency. 

Access to a network of journalists, influencers, and industry professionals

One of the most valuable promotional strategies is content creation. A feature on the homepage of a renowned tech journal or a viral clip of a popular streamer playing your game can launch it onto the charts overnight. Sponsorship opportunities are available for every budget, genre, and audience, although they can be time-consuming and difficult to land. PR agencies have spent years growing relationships with content creators and journalists to share their client’s work. Partnering with an agency means you’ll have access to these relationships and significantly increase the likelihood of your work getting seen. 

Trust the experts

Making a video game is difficult; marketing a video game can feel like another beast. While you dedicate hours to developing a game, it can be challenging to find time to promote it; where do you even start? Journalists and PR coordinators ask themselves the same question when it comes to creating a video game, which is why they turn to you, the developer, for the next great game. Developers are mechanics experts, so let an agency be the marketing experts. PR agencies create their brand around successful promotion, curating creative opportunists from diverse industries to bring fresh ideas to your game’s advertising. Agencies have access to an extensive network of professional contacts, paid-for databases to monitor press coverage, and in-depth knowledge of SEO and ASO to maximize viewership. They’ll take care of the business side so you can focus on your art. 

Take advantage of project and time management

Our recent blog discussed the value of video game events, conventions, and festivals as exciting opportunities to meet your players and receive real-time feedback. Organizing and staffing these events, however, is less compelling. Thankfully, PR agencies provide the project management expertise to prepare your game for these events. Securing a booth space, arranging tech rentals, and staffing your space are ways we help our clients tackle in-person opportunities. Of course, the developer’s presence is always appreciated; however, we’ll gladly take over if you find yourself without the time. Your dedication to your craft shouldn’t exclude you from unique opportunities to connect with your audience! 

Developing your own game is an accomplishment to be celebrated; it deserves to be shared with the awaiting audiences eager to explore your new world. You deserve to interact with these audiences, update your game and look forward to future projects, not stress over securing influencer sponsorships or a feature article. Consider partnering with a PR agency to take some of the work off your plate so you can focus on what matters. We’re here to help!

Didn’t know about these? That’s okay, it’s what we’re here for!

Indie marketing guides are available everywhere on the internet.; rightly so, as they offer strategies for getting your game known. Effective video game marketing includes connecting with game journalists and content creators, social media promotion, and launching a demo of your game. There are, however, some less conventional marketing techniques, and if you find yourself looking to reach different audiences, it’s worth trying these. 

Podcasts

Podcasts categorize under social media; however, they are a less referenced medium. Compared to skimming an article or watching a short video, podcasts require significant time from listeners. However, the return value of podcasts is high. It will expose you to a new audience, and podcasts also grant you more time to talk about your game’s development process. Instead of a one-paragraph quote in a journal feature or a brief mention on social media, audio formats give you anywhere between five and forty-five minutes to pitch your game. Not only is it an effective marketing strategy for your game, but it’s a great way to build your personal brand.

Establishing a Personal Brand

On the topic of personal branding, this is as important as your professional brand. Consider a content creator or industry professional you admire; if they released a video game, book, or merchandise collab, would you be inclined to check it out? Of course, because you are already aware of their brand and are more likely to follow their pursuits. The same is true of your video game. Your game’s social media presence is important for exposure, however, your presence can draw in an audience that your game wouldn’t otherwise reach. People like knowing the face behind the content they’re consuming, and indie promotion is the perfect space for this strategy to work.

Independent Anthologies

Everyone wants their game to do well, and a great way to determine that is how many copies it sells on Steam. As an indie, it is important to get your game in as many hands as possible. Websites like itch.o can help with that. Indie anthologies are available on an application basis; users on the platform collect five to ten indie games to feature in an anthology that players can buy for a set price. Although the profit margins are lower than Steam, you’re getting more exposure to a new audience that will follow your other developments in the future. The goal is to create players that will come back to your studio for your next release! Managing these applications and opportunities can be stressful; thankfully we’re here to help!

Digital Indie Festivals

Conventions and events are a great way to market your indie and your studio, however, they can be pricey. Between purchasing travel, a space on the convention floor, and materials for your booth, the cost can add up quickly. Digital festivals and showcases, however, give you the exposure of a convention without the cost. Some of the largest include Steam Next Fest, Indie Live Expo, and Indie Cade, but we’ll help you find others. Events such as the Virtual Indie Booth are smaller, yet occur on a more routine basis and give your game significantly more screen time than some of their larger counterparts. You can show a game trailer or pitch your demo, whatever puts your game’s best foot forward!

Traditional marketing techniques have proven their effectiveness in increasing your game’s exposure. However, as the indie landscape changes, more opportunities to present your game become available. While it’s worth it to stick to the basics, give one or two of the above recommendations a try. You never know what these opportunities will bring. 

If you’re looking for help with your marketing strategy, email hello@starfallpr.com for more info.

I made a video game! Now what?

Video games are a digital medium; it’s in the name. Your game may not survive without the internet, but Rome was not built with a keyboard and mouse, and neither should your audience! Though not as widespread as its digital counterparts, gaming festivals, and conventions offer unique opportunities for players and developers alike. While players use the chance to jump on the next best game, developers can earn valuable feedback from a live audience.

Preparing for a convention as an indie developer may seem intimidating, however, there are a few simple tasks to keep in mind that will guarantee a positive experience for you and your players.

Bring Something to Share

Obvious enough, but having a demo or early access copy of your game for player engagement is crucial. Convention attendees anticipate playable releases with the cost of admission, and catering to this should be your top priority. If your game’s not ready, don’t worry. You’ll find conventions throughout the entire year.

Do Your Research

Keeping track of convention information is important at every stage of preparation. For starters, identify conventions that you would like to present at, keeping in mind travel costs and attendance numbers. A handful of conventions offer discounted or free booths for indie developers which is a great place to start. Some events also have a designated section for indies that allow you to share space for a more cost-effective experience. If travel isn’t an option, there are several indie-exclusive online showcases throughout the year. Do your research before committing; a comprehensive list of conventions is available here.

Once your application is accepted and the date is set, anticipate how you’ll stage your booth. Large marketing graphics will draw attention to your table and free swag items will remind players of your game after the con. Ask your convention what they’ll provide–table, chairs, electrical, monitors, and wifi are essentials–and plan to bring the rest. If you’re traveling a long distance and cannot bring anything, find an electronics rental center near the convention and place your order in advance. Need assistance managing your convention calendar or staffing your booth? We’re happy to help!

Nail Your Brand

Most of your time at the convention will be spent pitching your game to attendees. Preparing a short, 1-2 sentence summary of your game’s genre and mechanics is enough, however, keep in mind the other diversifying aspects of your game. A fan of first-person shooters might shrug at an MMORPG, but your game’s anime art style might entice them to play.

Create an experience for players akin to a private gaming session. Consider accessibility features, such as printable guides that demonstrate the controls, made visible on every monitor for a smooth tutorial. If your game has a landing page or is listed on Steam, a QR code makes it easy to wishlist the title and follow your socials for future announcements. Conventions are valuable for feedback, especially if you’re in demo or early access development, so a Google form is a seamless way to collect targeted critiques for consideration in future updates.

Beyond your game’s brand, anticipate questions about your studio or your development process. Among the attendees may be journalists and PR representatives, so presenting your brand as a business may lead to new connections and opportunities. Remember that your voice makes you unique, so don’t feel the need to change your brand to appeal to someone else’s.

Admire Your Hard Work!

Tons of developers–ranging from one person to a fully staffed office–use conventions as a marketing strategy. You’ll meet other indie developers and see games at every step of the development process–from demo to early access and in full release. Remember that your work deserves to be shown, and there is an audience for it. Comparing your progress to others, or the amount of foot traffic among booths, is easy when you’re in a large convention space, but remember that your fans will find you.

Conventions are a fun marketing strategy, however, they come with a fair share of work. Especially for a small developer, preparing for a large-scale event can be daunting. But, proper planning, preparedness, and a strong sense of your brand are the three requirements for any convention. So, get out there, and I’ll see you on the con floor!

If you’re looking for help with your marketing strategy, email hello@starfallpr.com for more info.